Author(s)

Beibei Li

Corresponding Author

Beibei Li

Abstract

In this paper, we analyze the marketing strategy of Net-red media on social media platforms, analyze the development process of Net-red media, the reasons for their popularity, and the ways of their realization, how Net-red media directs social traffic, whether the social marketing of Net-red media is influenced by the change of consumer behavior in AISAS theory, and whether the social marketing of Net-red media is influenced by the change of consumer behavior in AISAS theory. Marketing based on AISAS theory is based on the consumer as the core, which has the characteristics of interactivity, timeliness, accuracy, and viral spread, etc. Through the analysis of new media marketing in the industry, it is found that new media marketing is more suitable for the behavior of users. Through the analysis of new media marketing in the industry, this paper finds that new media marketing is more in line with the behavior of users. Through more interaction with users, it spreads the brand and establishes an emotional connection with users, thus occupying the users' minds, facilitating purchase decisions, and forming reputation and loyalty. Also, new media is easier to attract and impress FMCG users in terms of channels and methods.

Keywords

Aisas theory, Netflix self-media, Marketing behavior, Effectiveness analysis